Distribution is core part of marketing strategy.
Organizations are now taken this as a separate unit. Distribution strategy is
now on the line. Distribution of product depends on the nature and type of product.
Retailing is one of the many sources of distribution. Multinational
organizations are now also making retailing strategy for batter and massive
distribution of their products. Coca-Cola makes special efforts for this.
Parivartan
In India, Coca-Cola India specially, for retailing industry,
launched a training program named “Parivartan” (in English “Change”) for 20,000
small 300 sq. ft. retailers “Karyana Store owners” in tier II and III towns
across India. This program is launched under the initiative called 'Coca-Cola
University on Wheels’. These retailer are now called “Certified Coke Retailers”.
Purpose of this training is to develop retailing skills like how to survive in
massive competition, how to handle specific situation and how to sustain and
grow in fast changing retail scenario all across the country. At the end of
this program all participant are awarded 0.1 million accidental insurance free
of cost. Participants were trained with the help of audio-visual, plasma TV,
laptops and LCD projectors.
Course contents of this training program are major four
component of retailing strategy: Customer, Retail Store, stock at shelf and
Finance. Numbers of tips provided in this training. For example how to serve
customer on the retail store, Use of technology, merchandising, use of credit
cards, shop layout, display, shop location, people management skills,
visibility of products on shelf, discounts and extra facilities like home
delivery.
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“Advanced Parivartan” training program was also developed on
the bases of feedback given by participants after 3 months of first training
program. This program actually response of first training session. Impact of
this training program was very positive. Trained retailers adopted best
practices learned in those training programs. Coca-Cola India’s this training
program proactive measure toward building retailers network with the sense of
social responsibility and long term business interest. Coca-Cola India is interested
in launching such effective programs in near future.
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